These designers are doing things their own way—and it’s really working.
should fail. The brand, founded by Parsons School of Design graduates Beckett Fogg and Piotrek Panszczyk in 2013, is almost impossible to search for online. The partners don’t have investors or large corporate backing , nor do they make traditionally wearable or salable garments. But at Coachella this year, Area ranked third in earned media value—a financial sum assigned to social media engagement—outpaced only by Revolve and Fashion Nova.
“I think we were both starting by using the textile as the starting place and then seeing what you can do to that textile,” Fogg adds. Their earliest pieces for Area were embossed cotton and lamé T-shirts that retailed at Opening Ceremony, which is across the street from their studio, for $85. “It was an easy connection to find a client immediately,” Panszczyk says. “We also sold, like, 2,000 of those T-shirts.
Instead, Area congealed around ideas of joy, radiance, passion, and glamour. With a maximalist language of silk, satin, lamé, lace, appliqués, and crystals, Fogg and Panszczyk have turned out some of the most provocative, challenging, and interstellar fashion New York has seen in years.
Fogg and Panszczyk are quite wise about their business—and they don’t want to hide that. “The business part of what we’re doing informs the design completely,” says Fogg. Through Instagram tags and DMs, the pair communicate daily with their fans and clients, using the data they collect to serve their customers’ needs better. “We really build a lot from sitting behind a phone,” says Panszczyk, whose husband, Kareem, consults on Area’s social media presence.
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